This thesis deals with the use of PPC advertising (text and banner ads) on Google Display Network. The theoretical part of thesis describes basics of PPC advertising and its possible use. Also Google AdWords is described as a useful tool for PPC campaigns. The thesis describes basic targeting characteristics on Google Display Network, specifically context targeting, placement targeting, topic targeting, interests of users targeting and remarketing targeting. The practical part of the thesis deals with efficiency evaluation of text and banner advertising by every mentioned type of targeting. Different types of targeting are shown on two examples (advertisers). There are also outputs from AdWords and charts. The output of thesis is the evaluation of different types of targeting by both advertisers and final recommendations.

This thesis is thematically focused on online advertising. The paper describes the history of online advertising and its advantages and disadvantages compared to other media types. There are mentioned standards of online advertising on the Czech Internet and ways to optimize the different types for better performance. Next we go over the characteristics of selected tools for assessing the success and management of online campaigns. We also compare the advertising possibilities of the two most used search engines in czech Seznam and Google. We analyze the possibilities of automation of product campaigns in the AdWords system. We compare the differences in intervention and prices of ads on social networks Facebook and Twitter and ads on the Google's Content Network on the basis of available targeting of Czech users.

The aim of this thesis is a monetization of e-commerce project. Using various tools of online marketing avaliable. In particular performance oriented and paid ad formats including emailing, product search engines, search engine advertising, and advanced remarketing strategy. As a proove of success or failure of this intention, project will be evaluated with EBIT and ROI indicators together. An e-commerce project of bad economic condition has been chosen for the experiment, whitch barely covered own operational costs. Many changes were accepted during the experiment. Especially in expenditure structure and media mix used. Many changes in previous ad systems used and more new tools and performance marketing features added. The result is improove in project efficiency. Project becomes economically independent unit.

This thesis focuses on the issue of personalization of concrete project. The main goal of the thesis is to broaden this real project, which is dealing with offering study materials to students, with elements of personalization in order to become more useful for its visitors - thanks to displaying of relevant information to each visitor separately. Thesis gives detailed description of the whole implementation process, which was necessary for achievement of this particular state.

Basic and the most important terms closely connected with marketing strategy on the Internet are descibed in this diploma thesis. The practical part contains processed SWOT, market, competition and customer analysis. Online marketing strategy which should increase awareness of the brand of a particular company, test each form of promotion and in case of success to gain new orders is created on the basis of the evaluation of the environment and prospects of the company. A practical goal is removing weaknesses of the company found by means of SWOT analysis. At the same time the theme of this thesis can meet a practical usage fot the readers who search up-to-date knowledge for marketing of their companies in the same or similar business branch.

Diploma thesis deals with complex view on the current online advertising form in the context of continuous technological development of contemporary society. Internet advertising and its range is viewed from a marketing perspective and in the context of media studies. Together with online advertising history, diploma thesis represents the development of the internet market and in this context it is pointed at reach of online advertising industry. Readers are acquainted with basic types of online advertisements, payment models and online advertising buying ways. Thesis in detail deals with modern trends such as programmatic buying of online advertising, behavioral targeting, retargeting, and many others that are examined from the perspective of advertisers, online content publishers and users whose privacy is from some perspective disrupted by these trends. To show the complexity of the issue, the thesis also contains deeper information about technology. At the end of the theoretical part, the thesis deals with intensively discussed topic of ad-blockers. To create a wider conclusion about the topic, there is also a part of the work that contains interpretation of survey focused on standard users and presentation on findings from structured questionnaire that has been designated to leading Czech...

This thesis is focused on proposals of promotion specific e-shop. The purpose of this thesis is to design such forms of promotion which are going to be effective and accessible even for smaller and starting e-shops. In the theoretical part I am introducing common knowledge needed for understanding the e-shops and internet marketing topics, then I analyze current state and position on the market and finally I evaluate separate forms of promotion including suggestions for their use by this selected e-shop.